Top Tips for Powerful Event Follow-up


At the end of a busy tradeshow day, cleaning up after the hustle and bustle, and looking forward to putting your feet up while processing new leads, it's essential that you don't fall at the last hurdle. Attendees will have connected with other exhibitors, likely even your competitors. Don't waste the hard work you've put in and stay ahead of the game by reaching out with fast, targeted email follow-up.

Here are some industry best practices to make sure your brand is the one that your hot new lead remembers:

Be Swift

Ensuring a timely follow-up is key to making sure your new contact remembers your brand and what you have to offer. Your competitors will be sending follow up emails, so make sure you beat them to it. Aim to send these at the end of each event day.

Personalization is key

Even though we see hundreds of attendees in a tradeshow day, make your lead’s feel like they were the only one you spoke to. Send targeted product information to suit their interests based on the lead survey. Add in their name and company for added impact.

Make an offer they can't refuse

Give your lead an incentive to get back in touch. It's all very well to reach out and thank attendees for visiting your booth; however giving them a reason to get back in touch will give your response rates a boost. Set your brand apart from other exhibitors.

It's all about forward planning

To execute all of the above effectively, have a follow-up plan ready to allow lead follow-up to be a seamless task. Speak to your sales and marketing teams to confirm offers for selected products, and have specified product email copy ready to go for each eventuality. By doing this, event follow-up will be less of a chore and easy to do quickly, as soon as the event finishes.

All in all

Your event follow-up should not be an afterthought; don’t let those leads slip away! And don’t forget Zuant’s Email Rep feature enables fast event follow-up emails at the touch of a button during a show. Simply ping lead information to a relevant sales rep so they can quickly do what they do best. Interested in using this feature? Contact us to learn more.

As well as offering the best lead retrieval system out there, we also offer support with Eloqua, the Marketing Automation System. Need a hand getting your follow-up emails set up and ready to send? Get in touch to hear more.

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